If you have so much as signed in to Twitter today, you recognize the name Kony.

This movement has gone viral on so many platforms, you’re overwhelmed with it before you even know what it is.

Kony 2012 is a documentary film running rapid online in hopes of raising support and awareness for the arrest of Ugandan rebel leader Joseph Kony.

The video explains how Kony’s Lord’s Resistance Army (LRA) has reportedly kidnapped up to 30,000 children and forced them to act as an army in order to maintain his power. The film was made by a campaign group known as Invisible Children, started by filmmaker Jason Russell.

The video tells the abysmal story of children in Uganda fearing for their lives. It explains how young girls are being forced into becoming sex slaves. Out of fear of being killed, young boys deform the faces of their victims to send a message that Kony is still in power.

So why is it all over your news feed?

To quote the organization behind this campaign, “KONY 2012 is a film and campaign by Invisible Children that aims to make Joseph Kony famous, not to celebrate him, but to raise support for his arrest and set a precedent for international justice.”

This group is harnessing the power of sharing to demand the world’s attention focus on these tragic and ongoing events.

They have planned an event in April called “Cover the Night” where people will, quite literally, paint the town in Kony 2012 propaganda. Much like your social media feeds are being dominated by this new trend, so will your streets.

The power of social media is truly astonishing. I never thought Twitter could make me feel this humble or leave me with such a great sense of community worldwide. I truly hope that by next week we are all sick of hearing about this and the news has turned to focus on his capture.

On the other side of the spectrum we have The Daily What. A popular tumblr blog that writes, “The organization behind Kony 2012 — Invisible Children Inc. — is an extremely shady nonprofit that has been called ‘misleading,’ ‘naive,’ and ‘dangerous’ by a Yale political science professor, and has been accused by Foreign Affairs of ‘manipulat[ing] facts for strategic purposes.'”

I did some research and found that ForeignAffairs.com is published by the Council on Foreign Affairs which is a nonprofit think tank founded in 1921 with it’s headquarters in D.C. While they appear to be influential and blog regularly for CNN, they have also been accused of conspiracy theorizing.